Business-Building Action from Terry Bock
[Note: Be sure to catch the MP3 audio at the bottom of this post–you’ll love it!]
I get a lot of people asking me in my seminars and consulting around the world, how can we get business in Social Media? It used to be that a few years ago, executives were dismissing Social Media as something that was only for kids. After all, Facebook was originally The Facebook at Harvard and limited to only students there. Then it expanded to students at other colleges and universities and then eventualy allowed more on board.
Twitter was known for the trivial content such as “My cat is sleeping.” It was used a lot for non-business activities.
However, the world has changed — in just a few, short years. Today Social Media is THE primary way that many businesses are getting and retaining customers. If you’re not familiar with it, you are already in trouble. It is a force to be taken seriously in business. Social Media is WAY beyond the silly beginnings that it had. Today, it is high-level, serious, bottom-line business and you have to be on board or be left behind.
So, how can you get serious, bottom-line boosting business using Social Media? Here are 5 steps
that can help you as you workin that world today.
1. Focus on What You Want. You have to clearly define what you want. Remember that outright selling in Social Media is about as welcome as shouting in a religious service — during the prayer! — that you have a special on your green widgets. Remember, the first part of Social Media is what it is all about—Social. Get to know people as people. And that leads to point number two which is…
2. Provide Compelling Content. You have to provide value to others. Think of what is causing pain to your target group of customers. Help solve that pain in your Blogging with writing, audio, video and pictures. Then amplify it through Social Media in a pleasing, non-pushy way that is highly attractive.
3. Use Each Platform In Its Own Unique Way. What works on Twitter does not work on LinkedIn. What works on Facebook is also completely different. Just like you wouldn’t merely read the copy you have for radio on a TV commercial or read your newspaper ad copy in a boring word-for-word ad for radio, each medim has to be handled carefully and differently. Learn the nuances and work within the ecosystem of each platform.
4. Promo Subtly. Yes, you are in business and have to sell. However, Social Media requires a different way of doing it. You want to win people to you as a human being first. Think of it like being in a prestigious country club. Yes, everyone there knows it is for building business. But you don’t come in yelling about your latest sales promo at the country clud meeting and expect to get favorable attention. Think of it like someone would sell their products to another at church or synagogue. Provide value and win respect first. Then selling will be a logical extension on Social Media.
5. Be Consistent. Maintain a regular schedule of publication. Yes, in Social Media, you are a publisher. You publish print, audio, video, pictures and interact with people. That’s what it is all about. Also be consistent in what you talk about. My buddy Alan Stevens is called the Media Coach. He has a regular Blog where he publishes valuable, must-read material for anyone dealing with the public. Every issue has at least 2-3 items that you’ll be able to use. It is a fast (60-90 seconds usually) read and always valuable. This is the way to do it right. Thank you, Alan!
Oh, and here’s a bonus— Stay away from politics, unless your blog is about politics. It is tempting — oh, ever so tempting — to want to shout about your political position on a given issue. You want to pass along that politically charged statement either promoting your candidate or tearing down the other candidate. Don’t do it. This is business. Sure, you have political positions that are held very strongly. We all have them. There is a place for that and I contend that Social media is NOT the place. You’ll offend people who could buy from you and that doesn’t help at all. There should be a complete separation of business and politics.
Use these 5 steps as you work with Social Media and you’ll do fine. Stay with it on a consistent basis. Questions? Drop me a tweet on Twitter – @TerryBrock.
I look forward to hearing from you.
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Terry Brock is an internationally recognized professional speaker and business coach. He helps organizations solve real-world problems through mutually-beneficial business relationships. You can find out more at his website, www.TerryBrock.com
